AOL Gives the Best Conversion Rate!
Google has worst conversion of SEs
Someone put what some of us already know on a piece of paper. Googlers browse, AOLers BUY.
Quote:
For the month of January, AOL Search generated the best conversion rate at business-to consumer e-commerce sites (6.17 percent), followed by MSN (6.03 percent), Yahoo (4.07 percent) and Google (3.83 percent), according to the WebSideStory Index....... The study includes traffic from both organic and paid keywords.
“One way to explain the difference in conversion rates is demographics,” said Ali Behnam, senior digital marketing consultant for WebSideStory. “With portals rich in content and services, AOL, MSN and Yahoo may tend to appeal toward a more buyer friendly demographic. Google, meanwhile, may appeal to more browsers – those with less of an intent to buy.”
“All of this suggests search engine marketers may want to consider demographics in allocating their budgets,” Behnam said.
- Y! MyWeb
*bangs head against wall*
>“All of this suggests search engine marketers may want to consider demographics in allocating their budgets,”
that has to be a contender for 'most obvious comment of the year' surely?
spin spin spin
Let's not forget that this research comes from a high-end analytics vendor.
Misses the point
I'll trade you three of my cheapass AOLers for one typical Google visitor. I'll take both, but higher-end/higher-spend are the ones I prefer.
I think there are a number
I think there are a number of things hidden in the stats, but it is also worth noting that Google has mindshare of many people as being the default search. If you pulled out some of the people who instinctively used Google for things like quick navigational queries, spell checking, and other stuff related with their current market position and mind share their percentage stats would not be much different than some of the others.
I would have loved to have seen conversion rate comparisons and ROI on organic vs ppc (at least relative ratios if they did not to expose the specifics).
Topix had a great post about
Topix had a great post about how Google is better monetizing their traffic than Yahoo!, although they did not compare exact search monetization and left a few details out.